Role of marketing in a special library/information service setting : the information manager's perspective

Abstract

This study explores the role of marketing in the special library/information service setting from the perspective of selected library and information managers. It looks at how information managers define marketing; why the participants engage in marketing; how marketing is approached; what the constraints are (if any) on marketing in their particular circumstances; and what the effect of marketing has been for their library/information service. A qualitative approach was adopted, involving in-depth interviews with seven information managers in the Wellington region. The results are analysed to look for any themes, patterns or contrasts. The study found that although marketing in these information centres was unlikely to strictly follow the formal strategic marketing model, all participants demonstrated a good understanding and experience of the elements, such as market research and segmentation, of which it is constituted. Maintaining positive and strong relationships with clients, both strategically and informally, emerged as a key approach for effective marketing in these special libraries.